PD_Packaging Digest

Packaging Digest, Spring 2016

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11 11 www.PackagingDigest.com SPRING 2016 // TRENDS packaging concepts Pouches bring clarity to baby foods Stainless steel a first for whiskey Dairy reshapes bottle for national expansion For small companies, the promised land of business success is to grow from a local icon into a national player. That's no different for Promised Land Dairy, Dallas, TX, which is relying on major changes to its milk packaging to help the brand gain recognition across America. The dairy, which has seen 45% growth in adding 2,536 stores over the past three years, continues to expand throughout the U.S. and will be available nationally by mid-2016. In conjunction with its expansion the dairy is introducing a new and improved custom PET milk- bottle design for 14-oz single-serve, quart and half- gallon sizes of flavored and white milks that's easier to grip, pour, and open. The new packaging will be used across the brand's entire milk portfolio of 25 stock- keeping units (SKUs) including limited-time flavors. The new bottle and packaging design has been in development for about a year, according to Allen Spence, director of marketing for parent company Borden Dairy Co. "The design began as a vision of our packaging design firm, The Launch Point (www.thelaunchpoint. com) and was finessed to completion by bottle supplier CKS Packaging (www.ckspackaging.com) to our manufacturing specifications," Spence says. "Our previous bottle, while beautiful, was not proprietary, and with our national expansion plans in place, we did not want to not own our bottle. We wanted to maintain key brand equities, modernize the look and feel, as well as our label to provide more shelf impact. The bottle is part of our story, and we love a good story!" The more modern, art deco design of the bottles reflect the evolution of the Promised Land brand's overall look and feel, while still evoking nostalgia consumers have come to instantly recognize, according to Spence. The label features new typefaces and color palette. "The new bottle family now unites the products to give a distinct, owned look to Promised Land milks," he says. "The bottles are more ergonomically correct and address the consumer's previous challenges with spillage using an industry-standard 38mm neck finish while the new mid-height tapering allows the bottles to be gripped on all sides by our consumers. For current markets, our 'Moo Crew' loyalists will immediately notice the change in look and feel, and based on our research and early market data, they are thrilled with the new bottle." A recently launched line of corn whiskeys from Stillhouse Spirits Co. makes a statement, thanks to a packaging design that combines bold colors and contemporary graphics with a custom rigid container made of stainless steel rather than glass. This 100% stainless steel package is a spirits industry first. The Stillhouse Original Moonshine package is an angular red can with a screw cap. Color-coded labels differentiate the six varieties in the product line, which include Stillhouse Original clear corn whiskey and five infused-whiskey flavors: Red Hot, Coconut, Apple Crisp, Mint Chip and Peach Tea. The products launched in February. The can is lacquered, and the front label and strip (both pressure-sensitive) are hand applied. The front label wraps around one side. In addition to making a splash visually, the 750mL can is unbreakable, so it's suitable for pool parties and other out-of-home occasions. A strip stamp covers the closure and a clear shrink seal for tamper evidence. "We wanted to create something disruptive that has never been done before," says Brad Beckerman, founder and CEO of Stillhouse Spirits Co. "During prohibition, whiskey was stored in alternative vessels. Inspired by the creativity from that time, we developed this can as a reflection of our independent spirit and brand personality." The consumer response has been positive, says Beckerman. "The unprecedented level of demand enabled Stillhouse to sell out of its inaugural production." Happy Family's new Clearly Crafted organic baby foods under the Happy Baby branding are all about transparency—and so is the packaging, literally. The company positions the 12-product line as the first national brand with fully transparent baby food pouches packed with premium, organic ingredients consumers can see. It is also the first organic brand to list its recipes directly on the pouch. "Parents are looking for openness and honesty from the companies they buy products from, especially for their baby," says Shazi Visram, CEO and founder. "We developed Clearly Crafted with this in mind. "It's not just about the transparent pouch, it's about transparency as a way of business." Why is this pouch such a great fit for Clearly Crafted baby foods? "Pouch packaging revolutionized the baby food industry over the last six years because it allows parents to take high quality nutritious meals and snacks for baby on the go," responds Visram. "Convenience is a huge benefit to Millennial parents, who are balancing their busy lives and careers with family time." The pouch also allows babies to self-feed and not use a spoon. "Not only can parents see what they are feeding their baby, they can get all the information from us about how our food is grown and exactly what proportion of each ingredient is in the pouch," Visram says. "We are proud to be the first organic brand to share the recipe story on back of pack and hope we set a new high standard within our industry. For example, our Pears Pumpkin Passion Fruit recipe includes 2/5 pear, 3 tablespoon pumpkin and 3/5 passion fruit, all pureed to fit into a 4oz pouch for baby. Parents can even make our recipes at home if they want." The packaging development took two years, according to Visram. The preformed pouches are converted by Cheer Pack (www.cheerpack.com) with a barrier layer of aluminum oxide that also provides transparency.

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